Running off with the IPA Effectiveness crown is a rare feat for a media
agency; indeed, this is the first time. But then Mediaedge:cia is used
to defying expectations.

The agency, which has also scooped the Grand Prix, the Best Integration
and a gold award for its Morrisons "Let's Grow" campaign, has undergone
a transformation in recent years.

MEC has had three years of consecutive growth since Tom George took the
helm in 2006, success that's been crowned by the recent win of the
£80 million Lloyds TSB account - its biggest yet. No matter how
big it grows, though, the agency is determined to retain the mid-sized
company culture that has served it so well.

The agency convinced Morrisons, which has historically refused to use
coupons, to introduce a voucher scheme encouraging schoolchildren to
grow their own food. Parents shopping in Morrisons can pick up "Let's
Grow" vouchers for their kids, which, in turn, can be redeemed for
gardening equipment and seeds.

In its first year, 85 per cent of primary schools registered, 39 million
vouchers were redeemed and the "Let's Grow" campaign delivered a payback
of £21.57 for every £1 invested. Thus proving the simplest
ideas work best.

The award is further testament to MEC's ingenuity and dedication to
achieving value for money for its clients.